And, he added, that “involvement” seems to have created a perpetual-motion machine: “The app that we have today is on its 45th iteration. We have agile processes and we usually update our app every week. That’s one way that we keep pace.”

Driving the change is a Humana Consumer Experience organization. Explained Reid to the New York MMA audience, “We have a chief customer officer; we don’t have a CMO [chief marketing officer]. And we’ve identified the 58 use cases that we want to have our brand associated with.”